Presentation about Sensory branding

1. MRIDHUL.K.M
DMS PU
SENSORY BRANDING
O P E N I N G U P T H E S E N S E S O F T H E
C O N S U M E R S

2. WHAT IS SENSORY BRANDING
• It is promoting a product in a way that appeals to the
senses of a customer.
• The science behind the effectiveness of the Sensory
Branding is that our basic understanding of environment
is through our senses.
• We store those senses as memories in the cells of
brains.

3. WHAT IS SENSORY BRANDING CONTD….
• The stimulation offered by the senses
• Influence our choices.
• Create a connect with the brand.
• Distinguish one product from the other.
• Part of our decision making process.
• Senses is the only thing left with the marketers which
helps them to connect with the target segment.
• The various forms of sensory brands caters to each and
every senses.

4. VISUAL (WHAT THEY SEE)
• Marketers mostly cater to this sense, as this is the most
effective tool to establish your mark.
• Visual Branding is association of a brand with a color,
shape, typography, logo, icon/symbol or look
appearance.
• Marketers wants to establish the connect even the color
with the brand so strongly.

6. AUDITORY (WHAT THEY HEAR)
• Sound is one of the senses targeted by most of the
marketers
• Sound evokes memories, experiences and lead to
certain behaviors
• Experiments have shown that when music in restaurants
is played slower than the rhythm of heart beats ~ we
tend to eat slower

7. • In las vegas ~ the revenue from slot machines dropped
dramatically when the winkling and tinkling of the slot
machines were removed.
• Victoria’s Secret uses a special classical music in it’s
stores to support the premium image.
• Kellogg’s, a world renowned corn flakes maker, has a
patent for its crunchy sound which has been designed
specifically for them in the laboratory.

8. OLFACTORY(WHAT THEY SMELL)
• Neuromarketing studies show that 75% of emotions are
triggered by smell.
• Smell is linked to pleasure well being, emotion and
memory.
• Many retail shops spread aroma in the atmosphere to
offer pleasant ambience to customers.
• Next time a person when smell the same fragrance he is
being reminded of the ambience of the store.

9. • Starbucks coffee, the world’s largest coffee shop, started
roasting coffee beans within the stores so that it spreads
the odour of beans in the surroundings thereby giving
richer sensory experience.
• Men’s clothing retailer Thomas Pink ensures that each
store of company should have an aroma of freshly
starched linen.

10. TASTE (WHAT THEY TASTE)
• Taste can help you change the brand perception and
image.
• Unique taste helps in establishing the foothold in the
minds of the people.
• Brands/shops offer free sample of food products
(especially new launches) in order to make better impact
of product on customer mind.

11. • Colgate. It is the only toothpaste company in the world
that has taken patent for its taste.
• If u taste McDonalds burger either in Delhi or Mumbai or
Kolkata or Chennai, they all taste the same
• Lays and Maggi launched a campaign in which they
invited the desired tastes from the customers and then
after trying and testing they launch it.

12. TOUCH(WHAT THEY FELL)
• Feel of a product is the major drive of its sale.
• Many people don’t shop online and the major reason for
the fact is that they cann’t feel the product
• Area skin occupies is highest compared to all other
senses.
• Touch helps customers make more conscious decisions.

13. MULTI SENSORY EXPERIENCE
• Main senses that have been targeted traditionally are
visual and auditory.
• Humans are most receptive, and most likely to form,
retain, revisit and reinterpret memory when all five
senses are in operation
• Some excellent examples that brag of stimulating
maximum of the senses are Ferrari Centre – Abu Dhabi
and Singapore Airlines.

14. • Singapore girl introduced by them has now become a
unique identity of their brand.
• The scent, Stefan Floridian Waters, that it has is
specifically designed for airlines
• Customers can uniquely identify that smell as that of the
airline.
• The dress they wear has been designed in alignment
with the colour and design of the cabin.

15. THANK YOU
• SOURCE
• http://www.mbaskool.com/business-articles/marketing/1445-sensory-
branding-opening-up-senses-of-consumers.html
• http://www.mbaskool.com/business-articles/marketing/832-sensory-
branding-opening-up-the-senses-of-the-consumers.html
• http://www.citelighter.com/business/marketing/knowledgecards/sensor
y-branding-color
• http://enrichwise.com/2012/06/25/sensory-branding-power-of-sound-
audio-experience/